PDF generated on: Thu, Jun 03, 2010

Ogilvy & Mather's Research Defines the

Global Rise of the 'New Muslim

Consumer'

Together with the research the agency launches Ogilvy Noor, the

world's first multidisciplinary global Islamic branding practice.

UAE: May 23, 2010: As political and business leaders of the

Muslim world came together in Kuala Lumpur for the 6th World

Islamic Economic Conference, a tectonic shift is happening in the

Muslim world. According to Ogilvy & Mather's survey on

"Islamic Branding", a new generation is redefining what it means

to be modern and Muslim, creating new meanings of religious

pride, economic progress and global citizenship.

In partnership with TNS, Ogilvy & Mather's two-year survey in

the making reveals what drives Muslims as consumers, against

the vast backdrop of ethnic, economic, political and religious

diversity of the Muslim world. Researchers looked at Islam

through the lens of the tangible effect it has on how lives are

lived and how that in turn affects brands and business. The

research has identified trends and opportunities that are emerging

from the world's most interesting, dynamic yet controversial

"marketplace".

The report, entitled 'Brands, Islam and the New Muslim Consumer' also serves as the launchpad for

Ogilvy Noor, a multidisciplinary global Islamic Branding practice that aims to help brands better engage

with Muslim consumers worldwide. The Muslim consumer is viewed as a critically important segment for

marketers, with the halal segment alone worth US$2.1 trillion, and growing at US$500 billion annually.

The report debunks many of the stereotypes that surround Muslim consumer attitudes towards brands and

their marketing communications. For example, halal labels, while important to showcase certification, are

no longer sufficient to persuade the New Muslim Consumer that the company behind the product conducts

its business in line with Islamic values.

Said Miles Young, Global CEO, Ogilvy & Mather Worldwide: "A market of 1.8 billion people that has

scarcely been tapped, Muslim consumers offer enormous potential to businesses around the world - but

only if their values are fully understood. While there are vast and colorful differences among the

populations surveyed, we identified behavioral trends and insights that would be valuable to marketers in

developing meaningful relationships with this emerging global constituency."

Said Nazia Hussain, Director of Cultural Strategy, Ogilvy & Mather Global: "Driven by ambition and

success, today's young Muslim consumers are open to positive change and innovation just like consumers

everywhere - but that change must be aligned with their values from the start."

In addition, the survey provides invaluable insight into Shariah values and how brands can align with

them. Significantly, the report sheds light on how these practices are closely aligned with the existing

universal ideals of good business practices, such as authenticity and transparency, which have only

become more important for global business in recent years. The study begins to draw parallels between

the evolution of business practices toward sustainability and the values of Shariah compliance, creating

opportunities for businesses to simultaneously capture the Muslim market share while implementing

sustainability initiatives and ethical business practices.

Similarly, despite the massive sums spent by financial services brands on Shariah-compliant banking

services - Ogilvy Noor can reveal that the vast majority of consumers view this category as the least

effective in terms of Shariah-compliance.

The study becomes particularly important given the risk of boycotting of brands which exists when

Muslim consumers are alienated. Despite the evident economic potential, for example, Muslims are often

overlooked by global brands for fear of getting it wrong. Ogilvy Noor aims to clear up the apprehension by

shedding light on what works and what doesn't with the modern Muslim consumer.

For these reasons, the research incorporates the groundbreaking Noor Brand Index, which, for the first

time, benchmarks the appeal of specific brands to Muslim consumers. The Noor Category Index repeats

this exercise at a category level.

The study analyses the factors that drive beneficial relationships with Muslim consumers, distilling the

findings into an eight-step toolkit for branding success. It is required reading for all brands that want to

deliver more effectively against the needs of the New Muslim Consumer.

-Ends-

About Ogilvy Noor

Ogilvy Noor is a multidisciplinary practice focused on Islamic branding, drawn from across the breadth

and depth of Ogilvy& Mather Group's global network. It is the world's first bespoke Islamic Branding

practice, offering expert practical advice on how to build brands that appeal to Muslim consumers,

globally. Ogilvy Noor is led by a team of experts based across our key Muslim market offices worldwide:

Dubai, Pakistan, Malaysia and the UK and our core team: John Goodman, President of Ogilvy Action

Asia Pacific and President Ogilvy & Mather South and Southeast Asia, Nazia Hussain, Director of

Cultural Strategy for Ogilvy & Mather globally, Tanya Dernaika, Planning Director for Memac Ogilvy

across the Middle East, Zayn Khan, Regional Business Strategy Director for South and South East Asia,

and Shazia Khan, Associate Planning Director at Ogilvy in Karachi. A wide network of communications

professionals supports the core team across all the Muslim markets in which Ogilvy operates across 450

offices in 171 markets .

For further information please contact:

Nimati Shuhaibar - 04-305-0314

Nimati Shuhaibar - 04-305-0314

Nabil Ashour - 04 305 0343

Adriano Konialidis - 04 305 0311

nimati.shuhaibar@ogilvy.com

Please visit the Ogilvy Noor website for more information: http://www.ogilvynoor.com/

© Press Release 2010 from Memac Ogilvy PR

Article originally published by Press Release 23-May-10

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